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#IABnl SMT 21 SEPTEMBER Programma Wijnand Meijer – TrueClicks Koen Vanderhoydonck – Google Erwin Bosscher – ExpandOnline
#IABnl
SMT 21 SEPTEMBER
Programma
Wijnand Meijer – TrueClicks
Koen Vanderhoydonck – Google
Erwin Bosscher – ExpandOnline
Wijnand Meijer Co-founder & CEO TrueClicks
Structuur in je strategie met SOSTAC
Q&AHet SOSTAC® model,
in combinatie met RACE
Handige tools en bronnen bij
het maken van je strategie en
plannen
Inventarisatie van de
strategie dienstverlening en
het gebruik van frameworks
& modellen bij Nederlandse
bureaus
Vandaag
VragenTools &
BronnenSOSTAC& RACE
Bureaus in NL
Inventarisatie
70%
57%
35%
Websites van 23 bureaus
Details per bureau
Storm Digital - Werkwijze
https://www.stormdigital.nl/werkwijze/
Traffic Builders - REAN
https://www.traffic-builders.com/diensten/online-strategie/
Orange Valley –Maturity & Touch, Tell, Sell
https://orangevalley.nl/visie/online-maturity-model/ https://orangevalley.nl/visie/customer-journey/
Maxlead – SOSTAC®
https://www.maxlead.com/diensten/online-strategie/
SOSTAC ®
Waarom SOSTAC ®?
• Bewezen en gewaardeerd (gekozen in top 3 marketingmodellen aller tijden)
• Makkelijk te leren en te onthouden
• Logisch
• Duidelijk
• Flexibel
• Goed gedocumenteerd: boeken, YouTube, certificering via sostac.org,
voorbeelden op Smart Insights
“You can adapt SOSTAC® anyway you want. You can move a lot of the Situation Analysis into the
Appendices if you prefer.
Use your own approach to writing your preferred Objectives.
The most flexible section is ‘Strategy’, where I list the key components to consider. You may prefer to
use just a handful of these components to develop a great strategy (as long as you have at least
considered all the key components which I list).
Some people juggle subsections of Tactics with the Action section. That’s fine.”
Analyse, doelstellingen en strategie Uitvoering, planning en controle
SOSTAC ®
Situation analysis: waar zijn we nu?
Objectives: waar willen we zijn?
Strategy: hoe komen we daar?
Tactics: hoe komen we daar precies?
Details van ‘Strategy’
Actions: wie doet wat?
Details van ‘Tactics’
Control: hoe weten we of we er zijn?
In combinatie met RACE
• SOSTAC = Strategie & proces.
Jaarlijks uit te werken
• RACE = Doelen, KPI’s, tactieken, kanalen.
Kan elk kwartaal gebruikt worden
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
Of in combinatie met See, Think, Do, CareRACE en STDC komen op hetzelfde neer. En aangezien Avinash altijd gelijk heeft,
kun je ook prima zijn framework gebruiken
“I love frameworks because they achieve the
incredible in that they allow you to teach people
how to think, rather than giving them a fish. A
mixed metaphor, but you get my point.”
Avinash Kaushik
In combinatie met RACE
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
In combinatie met RACE
In combinatie met RACE
Tools & Bronnen
Situation Analysis – Wie is de klant?
• Google Analytics: Audience report - Demographics & Interest – AdWords: Audience Insights
Situation Analysis – Wie is de klant?
• Facebook Audience Insights
• Twitter Analytics & Moz Followerwonk
Situation Analysis – Wie is de klant?
• Personas? Zorg wel dat ze ‘actionable’ zijn. Cartoon hieronder heb ik helaas vaak genoeg bijna
letterlijk meegemaakt.
Gebruik bv. de Smart Insights Persona Toolkit & Research Guide.
Alternatief (mijn voorkeur): het Jobs-to-be-done framework – ‘Waarom?’ i.p.v. ‘Wie?’
Situation Analysis –Waarom koopt de klant (niet)?
• On-site analytics & feedback: Hotjar recordings, heat maps, feedback, surveys.
• Welke behoefte uit de piramide van Maslow bevredigt het product / de dienst?
• Jobs-to-done:
• En uiteraard research op blogs, fora, review websites, etc.
Situation Analysis – Hoe koopt de klant?• Ook weer Hotjar (of vergelijkbaar) voor heat maps en recordings.
• De customer journey via Google Analytics Multi-Channel Funnels, maar kijk ook naar de
apparaten, browsers en resoluties van je bezoekers.
• Consumer Barometer with Google
• Google Trends
• User testing via partijen als UsabilityHub, TryMyUI en UserTesting (of: The User Is Drunk)
Situation Analysis – Concurrentieanalyse
• Websitebezoek en engagement: SimilarWeb, voorbeeld searchengineland.com:
Situation Analysis – Concurrentieanalyse
• Search – Organic & Paid: SEMrush
• Search – Organic: Moz Pro, Ahrefs, Majestic
• Search – Paid: The Search Monitor
• Social: Buzzsumo, Simply Measured, Social Crawlytics
• Display: Adbeat & WhatRunsWhere
Situation Analysis – Concurrentieanalyse
• Framework: Urbany & Davis 3 circle model
Situation Analysis – Interne competenties
• Smart Insights: How Good (or Bad) is your Digital
Marketing?
• Adobe Digital Marketing Maturity – Self-Assessment
Tool
• Adobe Campaign Management Self-Assessment Tool
• Adobe Optimization Maturity Self-Assessment Tool
• Adobe Analytics Capability-Maturity Self-Assessment
Tool
Strategy - Waardepropositie
• Value Proposition Design & Canvas
Strategy - Templates
Your Strategy Template (simple version)
Summarize into a succinct (short) strategy statement:
Achieve … sales and mkt share ……. by targeting……., positioned
as………
over a 1/2/3 stage campaign …… using (list main tools including
content strategy, PPC/SEO?)….
Partnering with…..
Integrating customer data from….Marketing Automation and data
Integration from social media to click behavioural (digital body
language) to CRM and sales databases.
Strategy - TemplatesYour TOPPP SITES Strategy Template (comprehensive version)
Fill in and use whichever bits in whatever order feels right – delete the rest
To achieve ………………………………………………………. sales (Objectives)
from ……………(how many?) customers generating ……..….% market share from by………..…..(when)
by Targeting (target markets and personas)
Positioned as …………………………………….…………… (crystal clear positioning)
delivering …………………………………………..(what kind of a customer experience)
over ………………………. (how many Stages programme e.g. gaining endorsement from influencers; generating awareness
initially followed by sales)
using …………………….……………(which main Tactical Tools/channels (NB Content Marketing may be a significant component –
some strategies are built around Content Marketing) and Partnering with………………………................... (are there any strategic
partners that help you extend your reach or add value to your proposition?) and Integrating customer data ………………………
(which sources - both online and offline)
Using………………………………………………………(any new Processes, e.g. marketing automation, data integration, etc.).
To Engage ……………………………………………(prospects, customers and advocates)
at……………………………………….. (specify which level of engagement [low level: liking/sharing, ratings, reviews and discussions
or collaborative co-creation] crowd sourcing ideas)……………………………………
Requiring a budget (Spend) of…………..…. (increasing or reducing in stages 1,2,and 3) and with a team of…………
Your Strategy needs a Strategy
Confidential + Proprietary
Agility, flexibility & scalability (bingo!)
September, 2017
Koen Vanderhoydonck
Confidential + Proprietary
Without strategy execution is aimless,
without execution strategy is useless
Confidential + Proprietary
We’re more connected than ever before
Resulting in an explosion of data points and signals
Confidential + Proprietary
This fundamentally changed the inner workings of GoogleAnd led us to believe we’re shifting towards an AI-first world
Confidential + Proprietary
Meaning our engineers have had to change their way of workingFrom programming a clearly defined set of rules, to structuring the machine learning algorithms in the
right way while providing these with enough good quality data
Confidential + Proprietary
Moving from traditional programming to machine learningThe way we structure the sub functions and the quality of the data we feed the algorithms determines
the success of the model
Confidential + Proprietary
Confidential + Proprietary
The changes underway apply to nearly all parts of businessYou can already see in Google’s advertising solutions today how they allow
online marketeers to approach their job differently
Confidential + Proprietary
In a nutshell - for us too it’s time to reconsider our way of working Machine learning is based around one key principle - using data to answers questions
Marketeers can use this idea in practice to bridge the gap between strategy and execution
Confidential + Proprietary
#1 - Be the social butterfly you always wanted to beDefine what you want to accomplish with your search activities
Online
Marketing
“I only want to
spend marketing
budget on search
terms that
actually drive
sales”
Category
Management
“I don’t care
about ROAS, I
need visibility
and traffic”
Finance
“I don’t care
about sales,
I care about
profit”
Buying
“I need extra
focus on
overstock items”
Confidential + Proprietary
#2 - Release your inner EinsteinMake sure you get the right data into your feed and structure your feed in such a way
that you are able to execute on your strategy
Custom
labelDefinition Example values Source
0Page
TypeCategory; Product; Brand Sitemap
1 ROASNegative; Low; Mid; High;
ExtremePerformance data
2 MarginNegative; Low; Mid; High;
ExtremeMargin data
3Promotio
nsOn sale; Not on sale
Product information
data
Confidential + Proprietary
Audiences
Medium margin
Branded search
Low margin
High margin
Consolidate campaigns when their key objectives
(e.g. margin, ROAS, etc.) are aligned
Locations Devices
Campaigns
#3 - Design your setup for commercial successStructure campaigns based on your business objectives
Catch-all
Confidential + Proprietary
#4 - Consider opting into automated solutions to do the hard work for youThis will allow you to free up precious time to add in the extra data points you need to get the optimal results
Audiences
Medium margin
Branded search
Low margin
High margin
Locations Devices
Catch-all
Target CPA X+I
Maximize clicks
Target CPA X+II
Target CPA X
eCPC
Search inventory campaigns
Manual keywords
Search inventory campaigns
Search inventory campaigns
Dynamic search ads
Campaigns Bidding Campaign type
Confidential + Proprietary
First-party data is the true backbone of
your online marketing campaigns
Combine and merge all needed data
points from different systems
&
Translate raw data in actionable labels
that help you to execute on your
strategy
Define a campaign structure that
matches your business goals
&
Steer your campaigns towards
your true commercial objectives
Campaign structure and goals are the
way you control your performance
In summary - Agility, flexibility and scalability
Confidential + Proprietary
Extra - Move fast, break things and proudly own your mistakesStart simple, design your setup for flexibility and make sure you automate repeating tasks
Share your failures, best practices and lessons learned so others can benefit from your experiences
Confidential + Proprietary
Bringing it all together - First party data rules this landNew partnerships will have to form in order to execute on your strategy
Confidential + Proprietary
Thank you for your timeThe please was all mine
Did you consult today?Sept 21st, 2017
“The era of digital marketing is dead”
Marc Pritchard | Global brand building officer Procter & Gamble @ DMEXCO ‘17
Marketing buzzword bingo
A look into our kitchen
12 ways how we think as an agency
“Stop armwrestling with other suppliers”
1
Sell
Brand
Traffic
The heart & mind of your
digital business
Experience
“Never ship something not worth shipping”
2
“Stop with sales bonus incentives”
3
“Stop with team bonus incentives”
4
“If your team dislikes the client, fire them”
I mean the client….
5
“Don’t think channel. Think challenge”
6
“Say no when you don’t believe in the case/client”
7
“Always know the finish line”
8
“Laugh”
9
“Teach”
10
“Challenge”
11
Every day ask yourself :
12
“Did you consult today?”
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